Pengaruh Persepsi Corporate Social Responsibility Terhadap Ekuitas Merek, Kredibilitas Merek, Reputasi Merek, Dan Minat Beli (Studi Kasus: Kompetisi Mekanik Pelajar Pada Sekolah Menengah Kejuruan Di Jabodetabek)

Syarief, Achmad Achsin Fathoni (2025) Pengaruh Persepsi Corporate Social Responsibility Terhadap Ekuitas Merek, Kredibilitas Merek, Reputasi Merek, Dan Minat Beli (Studi Kasus: Kompetisi Mekanik Pelajar Pada Sekolah Menengah Kejuruan Di Jabodetabek). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Konsep Corporate Social Responsibility (CSR) telah menjadi fokus strategis perusahaan dalam membangun citra positif sekaligus memenuhi tanggung jawab sosial mereka. Meski berbagai studi telah menunjukkan dampak signifikan CSR terhadap ekuitas merek, kredibilitas merek, dan intensi pembelian konsumen, kajian yang mendalami implementasi CSR dalam konteks institusi pendidikan masih terbatas. Penelitian ini bertujuan untuk mengeksplorasi implementasi program CSR oleh perusahaan distribusi peralatan Maintenance, Repair, and Overhaul (MRO) di sektor pendidikan, serta mengevaluasi dampaknya terhadap ekuitas merek, kredibilitas merek, dan intensi pembelian konsumen. Fokus kajian adalah program CSR berbasis kompetisi mekanik yang melibatkan pelajar Sekolah Menengah Kejuruan (SMK) di wilayah Jabodetabek.Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan tujuan untuk menguji dan memperkuat teori yang relevan melalui pengumpulan data kuesioner dari 150 guru pembimbing SMK yang terlibat dalam program tersebut, sesuai dengan perhitungan sampel berdasarkan rumus Hair. Data yang diperoleh dianalisis menggunakan metode Structural Equation Modeling dengan bantuan perangkat lunak SEM-PLS. Hasil penelitian menunjukkan bahwa CSR berperan signifikan sebagai determinan utama dalam pengelolaan berbagai dimensi merek. Program CSR tidak hanya meningkatkan kredibilitas dan ekuitas merek, tetapi juga memperkuat ekuitas merek secara keseluruhan, yang pada akhirnya berdampak positif terhadap intensi pembelian konsumen. Temuan ini memberikan kontribusi teoritis dan praktis yang relevan bagi perusahaan dan institusi pendidikan kejuruan dalam merancang strategi CSR yang mampu mengoptimalkan ekuitas merek, kredibilitas merek, reputasi merek, serta intensi pembelian konsumen.
Kata Kunci: Corporate Social Responsibility, Maintenance, Repair, Overhaul, MRO, Sekolah Menengah Kejuruan, Kredibilitas Merek, Reputasi Merek, Ekuitas Merek, Minat Beli
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The concept of Corporate Social Responsibility (CSR) has become a strategic focus for companies in building a positive image while fulfilling their social responsibilities. Although various studies have demonstrated the significant impact of CSR on brand equity, brand credibility, and consumer purchase intention, research exploring the implementation of CSR within the context of educational institutions remains limited. This study aims to explore the implementation of CSR programs by a Maintenance, Repair, and Overhaul (MRO) equipment distribution company in the education sector and evaluate their impact on brand equity, brand credibility, and consumer purchase intention. The study focuses on a CSR program centered around a mechanics competition involving vocational high school (SMK) students in the Greater Jakarta area (Jabodetabek). This research adopts a quantitative explanatory approach to test and strengthen relevant theories through the collection of questionnaire data from 150 vocational school advisors involved in the program, with the sample size calculated using Hair's formula. The collected data is analyzed using Structural Equation Modeling (SEM) with the help of SEM-PLS software. The findings reveal that CSR plays a significant role as a key determinant in managing various brand dimensions. CSR programs not only enhance brand credibility and brand equity but also strengthen overall brand equity, which subsequently positively affects consumer purchase intention. These findings provide both theoretical and practical contributions for companies and vocational educational institutions in designing CSR strategies that optimize brand equity, brand credibility, brand reputation, and consumer purchase intention.
Keywords: Corporate Social Responsibility, Maintenance, Repair, Overhaul, MRO, Vocational High School, Brand Credibility, Brand Reputation, Brand Equity, Purchase Intention

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Corporate Social Responsibility, Maintenance, Repair, Overhaul, MRO, Sekolah Menengah Kejuruan, Kredibilitas Merek, Reputasi Merek, Ekuitas Merek, Minat Beli
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HM Sociology > HM24 Social prediction.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Achmad Achsin Fathoni Syarief
Date Deposited:	02 Feb 2025 07:13
Last Modified:	02 Feb 2025 07:13
URI:	http://repository.its.ac.id/id/eprint/117841

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